Live streaming: Luxury’s new tech gamble

Already popular in Asia, live-stream shopping is picking up steam. Moda Operandi is the latest luxury brand to launch it, with a 30-minute live stream hosted by designer Johanna Ortiz, showcasing her Resort collection of party dresses from her Colombian base.
Moda Operandi’s business, hosting intimate designer trunk shows and private showroom visits in-person and online, are partly on hold due to the pandemic. The live stream will be open to the public via Moda Operandi’s website, with viewers able to comment and interact similar to an Instagram Live, and shop products on the screen. The video, and the items for sale, will be accessible as long as the pre-sale is active on the site. Read more…